SEVENFRIDAY introduces the new ME-Series, an update to the decade old M-Series (already!!), and takes it to a new level with its organic, aerodynamic case design.
Press Release information with commentary in italics.
New: SEVENFRIDAY ME-Series
The new ME-Series is launched with two models vix SF-ME1 and SF-ME2. Both which will retail at USD 1,470 / CHF 1,309 / EUR 1,412 (all ex. VAT).
Commentary
An evolutionary watch from SEVENFRIDAY. After a decade of the M-Series, designer Arnaud Duval takes inspiration cues from an industrial designer who has been one of his greatest influence: Raymond Loewy was a was a famous French-born American industrial designer who was known for diverse work ranging from logos (like Shell and the former BP), automobiles (like Studerbaker and the interiors of the Greyhound bus), to Coca Cola dispensers, space crafts (NASA Apollo and Skylab interiors) and railroad. He was known as the “The Man Who Shaped America, The Father of Streamlining and The Father of Industrial Design.”
The evolution of the M-Series into the ME-Series is clearly a derivative work with the design principles outlined by Raymond’s work. The case is made smaller, while retaining the overall rounded square shape. It is now 44mm (down from 47mm) and thinner.
The aesthetics have undergone a streamlining, making it appear to be smoother. More aerodynamic. The surface reminds one of a well worn pebble. Yet, it is replete with openings, suitably curved and sleek, for the time displays. The discs which carry the digital display for the hours and minutes are only partially exposed through these openings.
Two models are offered at launch with different colour ways on the trim, one featuring royal blue accents, the other in olive green.
The movement is what SEVENFRIDAY calls the TMI NH70 (M), which is derived from the Seiko NH 70 (M). Previosly, the M1, M2 and M3 models was using the Miyota 8215. We are not sure why this change, as SEVENFRIDAY offered no explaination nor highlight this change in the documentation.
We have been offered a loaner watch for a full review. Coming soon!
Release details
THE MAYA PRINCIPLE
Ten years have passed since SEVENFRIDAY introduced the M-Series, a design that over the years has acquired cult status! As popular now as it was a decade ago, the M-Series’ timeless design continues to be impactful. In the spirit of revolution and evolution, this year we take a fresh look at the design through a new lens.
Introducing the ME-Series!
The original M-Series pioneered the disk reading system in 2014. With a size of 47mm, rich details and a broad variation of textures, SEVENFRIDAY’s M-Series won over many design-loving hearts. What is it that inspires our designer and how does a watch like the M-Series evolve?
Head designer Arnaud counts Raymond Loewy to his biggest inspirations since a young age. Raymond Loewy is known as a trailblazer in industrial design. Known for his clean lining approach where products are stripped down to their essence. This concept of ‘stream-lining’ was one Loewy applied to vehicles and consumer goods, leaving his distinct mark on American design. Loewy designed the Sears refrigerator, Lucky Strikes packaging, the Exxon logo, the inside of the Concorde and the interior for the NASA Apollo and Skylabs. Evident by his repertoire, Loewy’s aerodynamic and modern designs made everyday products cult objects. This is thanks to the MAYA principle, a design rule Loewy is famous for establishing.
The ‘Most Advanced Yet Acceptable’ (MAYA) notion plays a significant role in SEVENFRIDAY designs and the ME-Series is no exception!
SEVENFRIDAY has become somewhat synonymous with industrial design and our products feature a unique retro-futuristic edge. The case of the ME is organic, even aerodynamic with a rounded back construction particularly visible from the side view. The trim, sleek curves of the ME’s case are reminiscent of space travel at light speed, racing through tunnels or swimming against the current. This streamlined design isn’t just a feast for the eyes but pleasure to wear and hold. The ME-Series hits the sweet spot: novel but still familiar, advanced but acceptable.
Compared to the M-Series, the ME’s size has been reduced to 44m bearing a thinner and more rounded cushion shape, a monolithic idea of volume. The ME-Series marks the first introduction of the butterfly clasp on a leather band and features a crown with silicone grip. A striking visual feature of the ME is undoubtedly the three cut out sapphire glass pieces, adding to the series’ modern look and feel. Despite the use of new design elements, the disk is the same as that of the M-Series, something familiar to the wearer.
The ME-Series is a SEVENFRIDAY style marriage of aerodynamic, retro futuristic industrial design. A mouthful to say, but the closest way to describe SEVENFRIDAY’s newest series. Take a look for yourself, our words may not do it justice. The launch of the ME-Series is around the corner and will include two models. One in stainless steel with a hint of blue lacquer. The other with a touch of gold PVD and green lacquer.
We like to think Raymond Loewy might have sported a ME-Series, don’t you?
SEVENFRIDAY ME-Series technical details
DIMENSIONS
• Case: 44.5mm (3H-9H) x 44mm (12H-6H) • Thickness: 14,56mm • Strap: 26 to 22mm (Width)
MOVEMENT
• Automatic Skeleton TMI NH70 (M) • 41 hours power reserve
CASE CONSTRUCTION
• Three pieces • 5ATM water resistance
FEATURES
• Watch in connection with the SEVENFRIDAY App (iOS & Android), thanks to an NFC chip embedded in the caseback, allows secured authentication and registration
STRAP WITH BUTTERFLY CLASP
• Green genuine calf leather strap with black stitching and SEVENFRIDAY in the back • Stainless Steel butterfly clasp with engraved SEVENFRIDAY logo
CRYSTAL
• Three sapphire glasses with anti-reflective coating at the bottom
CASE
• Stainless steel case • Sandblasted hour window insert • Bezel grooved line refilled with Blue OR Green Berlac
lacquer • Top domed part of the bezel horizontally satinated • Engraved SEVENFRIDAY Logo in the center
DIAL
• Five layers construction • Middle Layer with polished rhodium OR circular brushed cutout in gun metal with triangular pointers at 12H and 9H, both polished in rhodium OR 3N gold and filled with matt white painting • Baseplate: Grainy matt blue OR green with two polished 3N gold around the inner cut-out • Top layer : Horizontally brushed 3N gold with area lacquered in blue OR green
DISCS
• Hour: Matt blue OR green hour disc with relief white color printed numbers and tracks • Minute: Fine sandblasted Rhodium Galvanic treated disc with relief printed numbers and tracks in green
CASEBACK
• Polished caseback • Polycarbonate chip that covers the NFC chip • One screw allowing the access of the stem removal of the movement
